#29 Why do we resist? Applying clinical psychology to clinical trials. Kathleen Starr, PhD - EVP Behavioral Insights, Syneos Health

Kathleen shares fantastic insights on understanding behavioral psychology and how it applies to successful clinical trials. We had a great conversation that touched on increasing diversity in trials to understanding our own behavior and how we can potentially understand patients better. This can be applied in a way to close the gap between intention and action. Kathleen co-authored a Book called "Why We Resist: The Surprising Truths about Behavior Change: A Guidebook for Healthcare Communicators, Advocates and Change Agents" You can check it out at the link below. PSA: I have no sponsorships or financial agreements to promote the book. I figured since I read it and talked about it on the show people might want to check it out.https://www.amazon.com/Why-Resist-Surprising-Healthcare-Communicators/dp/057854766X